Associated PressOregon's Carson York (77) celebrates with LaMichael James after a touchdown against LSU.

EUGENE – Oregon offensive lineman Carson York spent last spring break
sequestered in the computer lab in Oregon's School of Journalism and
Communication, feverishly putting the final touches on an advertising campaign
for retail giant JCPenney.

"The last two days we didn't sleep, or we slept very little, on the floor
of the lab," York said.

"I'm not sure how he does it," Meier wrote in an e-mail. "Somehow he throws
himself 100 percent into academics and is a great athlete."

In the annual student advertising competition, run by the American
Advertising Federation, the competing universities each design a campaign for
the same corporation. All have equal amounts of time and money. The company does
the judging.

Oregon's team was organized like an actual advertising agency, with media
specialists, designers, copy writers, strategists and presenters. In his role as
co-director, York was thinking outside the box.

"We decided JCPenney's needed to reinvent itself," York said.

In the end, the Oregon campaign might have been too innovative. The
Penney's employees judging the District 11 competition in Boise gave Oregon
second place.

"They told us we were too bold," York said.

York's fingerprints were all over the final product.

"Carson's title was strategy director, but he filled many roles," Meier
wrote. "He wrote really incredible copy for ads, was integral in developing
strategy for JCP, and even presented (with three other teammates) to the judges
and other competitors."

In fact, York was named the best presenter in the region.

None of this comes as a big surprise to Oregon coach Chip Kelly.

"I think he is awesome," Kelly said. "He is well-spoken, well thought out.
When we have team meetings, or sometimes just sit around and talk to our squad
leaders, some of the things that come out of his mouth, his perspective on
things – there is a maturity to him."

The 6-foot-5, 292-pound York combines high IQ with an all-purpose
athleticism, ornery pugnacity on the field and a granite toughness.

His youth soccer career in Coeur d'Alene, Idaho, was sidetracked at age 6
when he was red-carded for rough play. He helped set an age-group regional
record in the 200 medley relay, swimming the butterfly. He won a high school
state shot put title with a torn labrum in his throwing shoulder.

But football always was York's preferred sport. When he had to choose
between a year-around commitment to the pool or football, well, that was no
choice at all.

"I was a running back and linebacker all the way through 'junior tackle'
and my freshman year of high school," York said. "Then, as soon as I quit
swimming two to three miles a day, I became an offensive lineman."

He was good enough that most of the schools in what then was the Pacific-10
Conference dangled scholarship offers. The choice narrowed quickly to Stanford
or Oregon. Stanford has the elite academic reputation. But in 2007, the
Cardinal's football team was struggling.

He opted for Oregon, in part because he wanted easier access to outdoor
pursuits such as fishing and shooting, and in part because he wanted to play for
a winner.

"I saw playing college football as a life experience not many people get to
have," York said. "For four or five years of your life, you get to play in front
of 60, 70, 100,000 people. I didn't think I would ever get that at Stanford.

Carson York

"I thought I would go there, work really hard in school, football would pay
my bills, and I'd lose a lot of games. Now, it turns out that it wouldn't have
been that way. But I couldn't be happier with my decision to come here."

The labrum problem in York's shoulder caused him to grayshirt in the fall
of 2007 while he healed from reconstructive surgery. He redshirted in 2008,
joined the starting lineup in 2009, and, for the most part, has been there ever
since.

Both shoulders have been reconstructed. York has worked diligently in the
weight room to compensate, and has the second best bench press among UO
offensive linemen.

"He is a physical player," 302-pound tackle Darrion Weems said. "He's a
'little' guy, but he packs a mean punch in that little frame he's got."

He has started at left guard in both of Oregon's games this season, and
probably will again Saturday when the 12th-ranked Ducks (1-1) play Missouri
State (0-2) at 12:30 p.m. in Autzen Stadium.

York brings the same sort of concentration and attention to detail to
football that he brought to Oregon's ad team. Weems talked about the way York
noticed in video study that a Nevada defensive lineman was tipping a line stunt
by the way he aligned. The Ducks put that to use last week.

"He's smarter than I am," offensive line coach Steve Greatwood said. "He
knows everything that is going on –sometimes to a fault. He outthinks himself
sometimes.

"He's very studious, and works his tail off."

On the field and off.

When he picked up his undergraduate degree at Oregon's commencement in
June, York also received awards as the William Gurney Outstanding Senior Man for
the School of Journalism and Communications, and the Willis Winter Award for
Outstanding Scholastic and Professional Service in the Field of Advertising.

"I hope he works in advertising," Meier wrote from San Francisco. "The
industry needs his brain. ... He is motivated, smart and incredibly creative.
Hopefully, he will own his own agency someday so I can work for him."